A STUDY ON CONSUMER BEHAVIOR IN REAL ESTATE MARKETING AT HARINI PROMOTERS PVT.LTD

Abstract

The decision-making process for buyers, sellers, and investors is complex, involving both rational and emotional considerations. Economic factors such as interest rates, inflation, employment levels, and income stability play a crucial role in determining purchasing power and investment decisions. This study used descriptive research to accomplish this seminal work and also adopted simple convenience sampling to select samples. Here, a total of 100 respondents are taken into consideration for the research purpose. Data for the study is collected through a survey by sharing the survey form among friends and family and random people. Percentage analysis, Mann-Whitney U test, Kruskal-Wallis H test, One-way ANOVA, Correlation test, and Multiple Regression test are used to analyze the data. This study aims to explore these key factors influencing real estate consumer behavior, providing insights that will help businesses and policymakers adapt to changing market conditions and evolving customer expectations.